Pre-testing radio advertising: what have we learnt?
Craig McVittie of Scottish Radio Network Sales examines why, although readily available, it is so rare for radio advertising to be pre-tested
Craig McVittie
Despite the fact that 20 of the 26 companies offering pre-testing systems in Admapslatest users and buyers guide (December 1996) cover radio, it is rare for radio advertising to be pre-tested. Debbie Walter of Continental Research, which has extensive radio advertising research experience, can provide only four examples during the 1990s and Faulds Advertising, one of Scotlands leading agencies, with clients such as British Midland, Standard Life,...